Targeting the Account’s Buying Committee: Tips from the Leaders in ABM MarTech

By David Crane

At this point, all B2B demand marketers understand the account-based marketing (ABM) basics:

  1. Figure out the common characteristics of your most profitable accounts
  2. Create a list of similar companies
  3. Do your best to engage the accounts, and hopefully, the decision-makers within them

While basics are important, the above steps leave a lot of ABM specifics unaddressed. Just a few questions left unanswered include:

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6 Key Demand Generation Lessons Learned from Gated-Content Testing

By Peg Miller

September 6, 2016

In a previous post, Gated Content Marketing Strategy: Adding Steps Boosted Results 2X, I discussed how adding steps to the conversion process went against traditional demand generation thinking, and actually created an increase in conversions.

Let’s take this concept a few steps further and discuss ways a gated-content strategy can help complement your entire lead generation funnel.

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11 Tips to Make Content Syndication Work for Demand Generation

By Triniti Burton

September 2, 2016

B2B marketers are starting to get glimpses of their 2017 pipeline goals and wrapping their heads around what percentage their teams will need to contribute next year. Quick analysis of conversion rates, database size, etc. are indicating for some that the only way to reach next year’s goals is to get way more prospects in their databases.

But what if you’re milking your organic social and search channels for everything they’re worth? And what if you’re at the tipping point on your paid search efforts where the only way to increase volume is to start settling for lower quality? How on earth can you keep scaling demand across your top-of-funnel marketing efforts so you can continue to fill your pipeline with qualified opportunities?

In our experience, one of the best ways to keep a steady stream of new prospects flowing in at the top of the funnel is to work with third-party media partners that can syndicate your high performing content to their engaged audiences. This approach to lead generation, when done right, can be a powerful key to ensuring a growing and engaged pipeline. When done wrong, it can leave you with not only a dirty database, but a massive headache as well.

Here are a few tips about what you need to know to effectively leverage lead data providers in your content marketing efforts.

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Conjoined Twins: The Emerging Sales-Marketing Relationship

By David Crane

Sales-marketing alignment has seemingly been written about more than any other B2B marketing topic. (Well, maybe not as much as account-based marketing.)

We’ve certainly written our fair share on the subject. However, as much as previous sales-marketing-kumbaya content has served its purpose in the past, times are changing…and so must the ways in which this much-honored relationship works.

The lead gen era’s slow death: How it affects the marketing-sales relationship

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Gated Content Marketing Strategy: Adding Steps Boosted Results 2X

By Peg Miller

Many companies have a strategy to gate certain types of content in an effort to acquire names for their prospect database. Gated content is simply content that sits behind a registration form.

The concept is that the content is valuable enough, in-depth enough or detailed enough, that a prospect will pay for the content by providing his or her email address. Once a prospect supplies their email name, it’s common to deploy an outbound marketing automation strategy (or nurturing track), designed to convert prospects, i.e. leads, into paying customers.

With the advent of modern marketing tools and practices, most B2B product- or service-oriented companies use an inbound content strategy to drive eyeballs at the top of the funnel (TOFO), converting those eyeballs to emails mid-funnel (MOFU), then converting email names to customers through the mid and bottom of the funnel (BOFU).

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Do You Have These 4 Most In-Demand B2B Marketing Skills?

By Scott Vaughan

August 23, 2016

You hear the term “accidental marketer” frequently, especially in the B2B tech world. Many marketers did not start their career with a grand plan to join the Marketing ranks. They ended up in Marketing because they were good communicators or writers. They had an aptitude towards more complex products and technology. Or they found a good gig out of college as a new recruit doing social media, manipulating spreadsheets or assisting with events, and stayed.

Today, marketing leaders cannot afford happenstance with talent. The stakes are too high with marketing on the hook for revenue and delighting empowered customers. A renewed focus must be put on finding and developing difference-making marketing skills.

Over the last few months, I spent time with a variety of marketing leaders and CMO recruiters who are marketing game changers and have proven they can build teams that deliver results. I also added in my own perspective as a CMO who gets to work with hundreds of B2B marketing organizations.

Please note: this is NOT a scientific survey. Deep conversations – sometimes involving adult beverages – were exchanged to unearth the essential skills.

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2017 Marketing Budget Planning: People, Partners and Technology

By William Anthony

August 18, 2016

We’re fast approaching a time – budget season  that many marketers dread.

Budget negotiations will, indeed, be dreadful if you’re following old models of demand generation and sales support grunt work, where it’s exceptionally hard to prove ROI.  If so, you should anticipate contentious discussions with your CMO, COO or CFO, who will accept no less than quantifiable ROI and a plan to drive revenue.

Having gained visibility into leading-edge B2B marketers who orchestrate demand and drive revenue, I’m going to share what I’ve learned from these leaders to help you proactively manage this year’s ritual. I’ll lay out concrete ways to articulate the people, partner and technology investments you seek – and the outcomes you’ll drive.

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The 5 Most Common Persona Pitfalls B2B Marketers Must Avoid

By Peg Miller

August 16, 2016

Most modern B2B marketers have invested resources to develop their customer personas. The next step is to put those personas into action, by creating useful content that resonates with your prospects and customers. Having documented personas is one thing; executing relevant content and marketing strategies is where the real art and science come into play.

Here are five common pitfalls that can emerge when a team puts their personas into action, along with tips to avoid the risks.

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The Infographic Framework: How To Build A Visual Story

By Amy Chick

Our brains are wired to respond to pictures and visual cues – in fact, the average brain processes visual data 60,000 times faster than text. And marketing trends have reflected this over the years: we’re still developing text-based content, but marketers are ever more concerned with putting out visually stimulating content that engages more deeply with an audience.

You already know that repurposing successful content can be a more effective long-term strategy than constantly churning out new pieces to keep your prospects engaged. So if you focus on repurposing content that’s already performing well, imagine the engagement and brand recognition you can achieve by converting it into an infographic.

Infographics are among the most shared content formats in the digital marketing world – but a poorly executed piece can have an adverse effect on your brand awareness and audience engagement. By following a simple but effective framework, you can repurpose content into infographics that have a positive effect on your ROI.

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Marketing Automation Missed Its Mark – And Why That's a Good Thing

By David Crane

Only a few years ago, most marketing automation vendors were sprinting to expand their cloud offerings.

It was an intense race: most major vendors wanted to be the first all-in-one, customer data platform to automate the entire customer experience — from initial prospect identification to post-purchase advocate creation.

They wanted to be the Salesforce of marketing.

They all failed. And this has been great for marketers. 

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